adi's u.s. best of the best
TRANSCRIPT
U.S. BEST OF THE BEST 2016ADOBE DIGITAL INSIGHTS
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Table of Contents
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US Best of the Best
03 What is Best of the Best?
04 Smartphone Visits
05 Desktop Visits
06 Visit Rate
07 Time Spent
08 Conversion
09 Stickiness
10 Click Through Rate
Appendix
11 Methodology
12 Glossary
13 Tables
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Best of the Best
The Best of the Best 2016 report refers to companies using the Adobe Analytics Cloud who rank in the top 20% of fellow Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Analytics Cloud customers are already ahead of the masses through their investment in excellence.
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How to Read the Best of the Best:
Industry being measured
Overall average for sites in this industry
Overall average for the Top 20% of sites in this industry
Year-over-year change. Up arrow indicates increase, down
arrow indicates decrease.
Gap between Top 20% and average from 2015 to 2016.
Narrower means the gap is closing. Wider means it’s increasing.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone share of visits continues to grow
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Smartphone share of visits increasedby an average 18% YoY across allindustries
The Best of the Best outperformedtheir peers by an average of 53%across all industries.
Top 20 M&E are setting the standardfor mobile strategy as 60% of theirtraffic comes from smartphones
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Desktop share of visits continue to give way to mobile
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Desktop share of visits aredown an average of 8% YoYacross all industries.
M&E is the first industry tosee less than 50% of trafficoriginating from a desktop
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit rates across industries saw life
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Finance saw the highestaverage visit rate @ 1.88visits/month
Visit rates increased by anaverage of 4% YoY across allindustries
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are spending less time across all industries
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Time spent was down acrossall industries.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Desktop conversionincreased 17% YoY in Retail,an 15% YoY in Travel
Smartphone conversionincreased 24% YoY in Retailand 42% YoY in Travel
Mobile & desktop see best conversion yet
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The top know how to engage consumers
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The Top 20 across allindustries outperformed theirpeers by an average of 58%
Stickiness was down acrossall industries by an average of6% YoY
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Paid search click through rate increased
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The top 20 are outperformingtheir peers by an average of50% across all industries
Smartphone and desktop CTRsincreased, with averagesmartphone CTRoutperforming desktop by 23%
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
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Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites during the2016 calendar year
Data from different Adobe Marketing Cloud solutions:
Visit our website: https://adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/adiregister.html
Follow us: @adobeinsights
Adobe Analytics Cloud
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Glossary
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Share of Visits: Share of visits to a website by device
Stickiness: Percent of traffic that stays and engages with a site
Visit Rate: Average monthly website visits per visitor, overall and by device
Click Through Rate: Percent of search ad impressions that are clicked
Smartphone Traffic: Percent of visits to a website originating on a smartphone
Time Spent: Average minutes per visit
Conversion: Average orders or bookings per visit, overall and by device
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables
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M&E Travel Technology Finance Automotive Telecomm Retail
Average 36.6% 26.1% 9.0% 14.5% 28.3% 16.8% 25.7%
Best of the Best 52.9% 37.3% 15.1% 22.7% 36.6% 25.4% 39.6%
Absolute Difference 16.3% 11.2% 6.1% 8.2% 8.3% 8.6% 13.9%
% Difference 44.5% 42.9% 67.8% 56.6% 29.3% 51.2% 54.1%
Average 54.6% 61.1% 84.0% 80.1% 70.9% 76.8% 63.3%
Best of the Best 71.5% 73.7% 92.5% 89.2% 60.0% 89.8% 80.6%
Absolute Difference 16.9% 12.6% 8.5% 9.1% -10.9% 13.0% 17.3%
% Difference 31.0% 20.6% 10.1% 11.4% -15.4% 16.9% 27.4%
Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31
Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51
Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20
% Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3%
Average 5.21 5.53 5.55 4.90 5.02 7.21 6.00
Best of the Best 7.05 7.29 7.24 6.60 6.11 8.07 7.94
Absolute Difference 1.84 1.76 1.69 1.70 1.09 0.86 1.94
% Difference 35.3% 31.8% 30.5% 34.7% 21.7% 11.9% 32.3%
2016 2015
Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8%
Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9%
Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1%
% Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3%
M&E Travel Technology Finance Automotive Telecomm Retail
Average 42.1% 33.1% 14.9% 14.9% 33.8% 20.2% 30.9%
Best of the Best 60.4% 47.1% 24.1% 26.0% 46.8% 32.9% 45.8%
Absolute Difference 18.3% 14.0% 9.3% 11.1% 13.0% 12.7% 14.9%
% Difference 43.4% 42.4% 62.3% 74.6% 38.5% 63.2% 48.1%
Average 47.5% 55.6% 81.8% 80.8% 57.0% 74.6% 59.4%
Best of the Best 66.7% 70.6% 92.7% 93.5% 70.2% 87.7% 78.9%
Absolute Difference 19.2% 15.0% 10.9% 12.7% 13.2% 13.1% 19.6%
% Difference 40.4% 26.9% 13.3% 15.7% 23.2% 17.5% 32.9%
Average 1.57 1.31 1.33 1.88 1.26 1.55 1.32
Best of the Best 1.88 1.42 1.51 2.91 1.39 1.87 1.56
Absolute Difference 0.31 0.12 0.18 1.03 0.13 0.32 0.24
% Difference 19.9% 8.9% 13.7% 55.0% 10.3% 21.0% 18.4%
Average 4.83 5.17 5.25 4.34 4.68 6.96 5.57
Best of the Best 6.23 7.00 7.41 7.96 6.72 9.03 7.79
Absolute Difference 1.40 1.83 2.16 3.62 2.04 2.07 2.22
% Difference 29.0% 35.3% 41.1% 83.4% 43.6% 29.7% 39.8%
Average 22.7% 40.9% 26.6% 37.6% 37.4% 29.6% 37.9%
Best of the Best 34.9% 58.2% 40.6% 68.2% 59.3% 50.8% 57.1%
Absolute Difference 12.2% 17.3% 14.0% 30.7% 21.9% 21.2% 19.2%
% Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8%
SMARTPHONESHARE OF VISITS
DESKTOPSHARE OF VISITS
VISIT RATE
TIME SPENT(MINS SPENT)
STICKINESS
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables
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Average n/a 2.4% n/a n/a n/a n/a 2.6%Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6%Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0%% Difference n/a 83.3% n/a n/a n/a n/a 76.9%
Average 4.0% 4.9% 5.1% 3.7% 1.5% n/a 3.2%Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0%Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8%% Difference 60.0% 57.1% 62.7% 37.8% 66.7% n/a 87.5%
2016 2015
Average n/a 2.8% n/a n/a n/a n/a 3.1%Best of the Best n/a 5.3% n/a n/a n/a n/a 5.4%Absolute Difference n/a 2.6% n/a n/a n/a n/a 2.3%% Difference n/a 91.3% n/a n/a n/a n/a 76.4%
Average 5.8% 7.4% 5.7% 4.0% 1.6% n/a 2.4%Best of the Best 8.2% 10.5% 9.1% 5.9% 2.7% n/a 3.9%Absolute Difference 2.4% 3.1% 3.4% 1.9% 11.1% n/a 1.5%% Difference 41.4% 41.9% 59.6% 47.5% 68.8% n/a 62.5%
M&E Travel Technology Finance Automotive Telecomm RetailAverage n/a 0.7% n/a n/a n/a n/a 0.9%Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6%Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7%% Difference n/a 85.7% n/a n/a n/a n/a 77.8%
M&E Travel Technology Finance Automotive Telecomm RetailAverage n/a 1.0% n/a n/a n/a n/a 1.1%Best of the Best n/a 1.8% n/a n/a n/a n/a 2.1%Absolute Difference n/a 0.8% n/a n/a n/a n/a 1.0%% Difference n/a 82.8% n/a n/a n/a n/a 86.0%
CONVERSIONSMARTPHONE
CONVERSIONDESKTOP
PAID SEARCH CTR